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Fuel for Life: are you alive?

August 27, 2007 at 11:49 by Martina Comments

Fuel for Life finally got legalized, the teaser phase is over and the new fragrance has been unveiled. If you go on you’ll see how they’ve decided to take a new, unusual approach to communicate a perfum, with six short videos extremely emotional and in a way cryptic.


The key question is: are you alive? You can find out the answer watching the series of brilliant videos, or browsing through a site that requires quite an effort to be fully experienced (and understood).

There is definitely a lot to explore, and user generated content as well as interactivity play an important role. You can hang out in the park and find your perfect match, you can download and submit your drawing sharing your secret fantasies, or simply shout to the world “I’m alive!” recording your message simply with your webcam.
I’m definitely not in the right position to evaluate this work, as I would not be objective, therefore this time I would love to hear your opinions on it. The only thing I can say is that there’s a lot of content to explore, maybe too much, and the navigation isn’t always smooth (and usable) enough to make people fully discover and appreciate the work. Maybe a progressive release of the content through a given period of time would have been better. What do you think?

4 Responses to Fuel for Life: are you alive?

  1. adsen says:

    Now, that’s just one of five things on my to-do list so…

  2. Scalino says:

    Sorry, but I wasn’t so much enthousiastic about that campaign. The fact that they used all the possibilities offered by new communications channels with a 360 approach sounded good but finally I have the feeling that it’s just a copy-past from other concepts without a real link, a killing idea at the center… see my post on it:

  3. Stuart says:

    I really love the ‘I’m alive’ shout out, I could watch it for minutes (which on the web really is something!). The rest of the site feels less directional and clear-cut I’m afraid and not quite so sure that it all hangs together…

  4. Andrew says:

    This was possibly the worst television advertisement I’ve yet seen distributed this year. Its frequency was insanely excessive during the showing of Ocean’s Eleven; especially for such a poorly planned campaign. The audio message was less than nothing in relativity to it’s optical message (i.e. “Are you alive?” Followed by a model running through a hallway — where’s the relative interpretation!) I can only hope the Neilsen Rating was below during these viewings. Sorry; just a true review!

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